Jaguar’s F-TYPE plays starring role in the film ‘Desire’ (w/VIDEO)

Jaguar’s highly anticipated film, produced with Ridley Scott Associates was released today, after a private showing at the Sundance London film and music festival.

The star of the film, is of course, the new F-TYPE, and a few actors you might have heard of including British actor Damian Lewis (from the hit US series Homeland), Spanish actor Jordi Mollà and American actress Shannyn Sossamon.

Singer-songwriter Lana Del Rey wrote an exclusive track, ‘Burning Desire,’ as the title song to the film which according to Jaguar was inspired by the new F-TYPE.

It’s a unique undertaking, using a feature film to launch a car, and will stand comparison with the most successful car/movie tie-up by BMW, when it worked with Clive Owen and eight popular film directors in creating a series of short films under the title, The Hire.

As a form of branded content, The Hire was tremendously successful and watched by more than 120 million people.

Has Jaguar scored with Desire?

Described as “a real adventure; a story of betrayal, retribution, passion and greed.” Desire tells the story of Clark (Damian Lewis), who delivers cars for a living, running into trouble after a chance encounter with a mysterious, young woman (Shannyn Sossamon) in the middle of a lawless desert.

The job was supposed to be a simple one -deliver the new Jaguar F-TYPE to a wealthy client – but not everything is what it seems and Clark is presented with a choice which will set his future on an unexpected path.

The film was shot on location in Chile’s Atacama Desert, providing one of the most spectacular natural landscapes in the world.

What do you think? Will it be a hit? Or perhaps Jaguar should stick to making cars..